Bringing the brand to life

The Treatt logo was designed back in the 1970s and was no longer fit for purpose. The challenge for KISS’s creative team was to maintain the brand equity, but evolve it to make it relevant in a modern-day competitive market.

For many years, Treatt was best known for its citrus expertise. So, KISS’s creative team chose to use fresh citrus colours, incorporating the original green but giving it a fresher zestier feel by using a gradient transition from green to yellow on a contrasting teal background.

Developing the corporate brand

The original marque contained a droplet and the letter T within a circle. KISS refined the droplet, but maintained obvious similarities to the original logo, including the incorporation of the letter T. This final design has helped to reinforce the brand’s recognition globally, while underlining both Treatt’s heritage and the high quality of its products.

The corporate identity is supported by the business proposition ‘making the ordinary, extraordinary’. This is communicated through a typographic execution bringing together serif and sans serif typefaces to provide a visual representation of the bridge between art and science that Treatt has come to represent.

Developing the product brand

With the corporate brand now in place, KISS began building a secondary palette to represent each of the product categories, differentiating them from each other, while ensuring each one is easily recognisable as part of the Treatt family.

KISS developed a suite of icons for each product range, using the same droplet graphic as the main corporate logo. The creative team also worked on the photographic styling for each product category, using water droplets behind a close-up image of a key flavour ingredient, instantly conveying the idea of freshness, while bringing to mind the airborne quality of Treatt’s fragrances.

Product launch

The new branding was rolled out across everything from stationery and an annual report to brochures, packaging and, of course, the new website, bringing a fresh new look to all of Treatt’s communications.

KISS has given Treatt a fresh, modern and exciting new look to reinforce the fact that we’re a company that means business.

Daemmon Reeve

CEO

Integrated communications

Re-thinking both the corporate and product brands for Treatt brought brought the new artwork to the attention of the marketing magazine, Campaign.